What do you know?

I am sure you know a marketer who reads all the marketing, branding, advertising books that was ever published.

And I am pretty sure, you know a marketer who can tell you all the techniques and case studies there are in order for your brand to be successful. 

Knowing is the beginning, doing gets you there. Knowing what to ignore focuses you.

“The art of knowing is knowing what to ignore.” - Rumi  

What should you ignore?

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How much do you do?

What did you complete?

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What are you going after?

While I agree that you should not take your competitors for granted, it is also true that you should not be distracted by each and everything your competitor does.

Truly understand your marketing objectives and how you will get there. Take into consideration things your competitors does that will throw you off your target. And this obviously doesn’t mean everything. So have a way of analyzing things your competitor does. Make a decision and move on. 

"When you are hunting elephants, don’t get distracted chasing rabbits." 
- T. Boone Pickens

Are you easily distracted?

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How much can you learn?

Depends on you, really. You know that already but worth repeating.

Doesn’t matter what line you are in – if you want to be a professional, you need to learn to be self-taught. That means taking the initiative to learn things on your own.

You have left school. You cannot be spoon-fed anymore. Even more so if there are training programs where you are and you have a mentor-protégé relationship where you are working now (and consider yourself lucky).

If you are the unlucky one, then you are forced to self-learn - which will lead you to be lucky in getting better than your peers.

Pick things up on your own. Learn to solve problems without being taught. That’s how professionals behave. 

Stop being a student. Start being a professional.

How much should be taught?

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Is this serious business?

Anytime you pay someone for an opinion, you have to take it seriously. As in decide if it is worth it to pay money for the expert advice. Otherwise, it is better to rethink.

Not just for communications consultant or brand consultants or your ad agency. Think doctors, tax consultants, engineers and the experts you know. If you are willing to part good money to get the opinion, it would stand to reason that it is serious business.

If it is serious business then think about the things you want to do when the advice is given. Not brush it aside.

If you are going to pay the hepatologist, the accountant, the engineer, the architect, the lawyer good money for their advice why brush it aside just because it does not fit what you know or think?

How trivial do you think it is?

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What if you listened?

Here’s a thought - if you have not already thought about it. 

What if you listened to all the complaints about your competitors and structure a plan to address those complains with your brand?

After all, it’s all free for you to access on social media to mine. You will know what their frustrations are and if your competitor even cares about them.

Maybe you will find some treasure there?

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What do you do well?

Nowadays you hear more clients starting their own in-house design team or "internal agencies". Some could be due to cost and others probably because they feel it is faster. 

Cheaper and faster doesn’t mean better. That we all know.

Is it even strategic for your business? You should focus on your business and let the experts help you focus on your business. Like help you strategize and conceptualize. Starting to do everything in-house may give you a sense of control but I liken it to the entrepreneur who wears all the hats in order to save cost. Is It going to be sustainable and how does it add to growing your business?

What business are you in?

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